Once upon a time, companies struggled to retrieve information about their clients, due to lack of technology and trust. To shape a proper marketing strategy, they needed to fight for every single bit of data collected through researches, statistics and interviews. That time is now past. In the last ten years, things have deeply changed. We have now entered the Age of the Customer, where Big Data can help you to enhance your digital customer experience, overcome challenges and stay competitive.
As described by Gartner in 2012, Big Data is "high volume, high velocity, and/or high variety information assets that require new forms of processing to enable enhanced decision making, insight discovery and process optimization". This means: thanks to the cloud and high-performance computing, companies are able to collect and analyze huge amounts of information in real time.
Where do these data come from? The Age of the Customer is a new paradigm made possible by the mobile revolution. Our life has become a collection of mobile moments and we rely on smartphones, tablets, computers to build our daily experience. Add the new ‘wearable technology’ trend to the equation and you can understand why digital is now crucial for innovative marketing strategies.
Today people easily give their personal information (demographics, buying habits and even their heartbeat rate) to companies and, in return, they expect an amazing, powerful experience with your brand. They look-out for deals that work best for them and favour the product that provides them with the most personalized connection. Market competitiveness and profitability is impossible if you can’t create and implement excellent digital customer experiences, giving to your clients what they want, when they want it, easy and their own way.
As said, Big Data is a great opportunity, but it could easily turn into a threat. In fact, you need to be well-aware that all the data you could find out there is basically worthless if you are not able to scan, process and turn it into actionable strategies. There are so many numbers and touchpoints that you may feel overwhelmed if you still use older data processing technologies and routines.
What can you do to take the best and discard the worst?
Start with a good analytics platform if you don’t want to get lost.
Go through real time data and turn it to useful insights.
Build your buyer personas (segmentation first, then personalization).
- Map your digital journey.
Adapt your strategy to offer the best experience.
In one word: use data to know your customers, anticipate their needs and answer every time they need and everywhere they are. This should be the very purpose of investing in Big Data.
To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here: